QVC, Food Network Launch Cross Promotion

Qurate Retail Group is joining with Discovery, Inc., to introduce the Food Network and QVC to new audiences and leverage the power of each brand’s reach and relevance.

Each network reaches millions of homes and has a large, highly engaged audience of cooking enthusiasts who are likely to be interested in the other network’s digital and broadcast programming, the company said.

Through this collaboration, QVC is promoting the Food Network Kitchen app through a special offer on QVC’s culinary shows, app, and website. From October 3-18, QVC is offering a complimentary premium six-month subscription to the Food Network Kitchen app (a $24.95 value) with each purchase of approximately 200 QVC culinary products.

The Food Network Kitchen app will feature four live cooking shows hosted by QVC’s resident foodies Mary DeAngelis, David Venable, and other QVC hosts. In addition, DeAngelis joined chef Geoffrey Zakarian on Food Network’s Emmy-nominated series “The Kitchen” October 3 and 5 (with an encore on Sunday, October 11, at 1 p.m.). Zakarian co-hosts the show and is a frequent guest on QVC, where he offers his line of cookware, bakeware, food, and other kitchen items.

QVC and Food Network are promoting the collaboration in various ways via their social, web, and email channels.

“We’re excited to introduce more Food Network viewers to our culinary programming, which features celebrity chefs, knowledgeable foodies as hosts, fun live banter, and of course, great deals for the kitchen,” said Maya Bowie, general merchandising manager and vp/culinary for QVC and HSN in the U.S. “In addition, our culinary fans are an ideal audience for the Food Network Kitchen app, particularly given that some of their favorite QVC hosts will be appearing there. So this collaboration is a win for both Qurate Retail Group and Discovery.”

Source: Home World Business